customer relation unit 2 solving assessment 2

Customer Service

Unit two: Prepare to deliver excellent customer service (Y/506/4855)

Unit 2 AssessmentAssessment

You should use this file to complete your Assessment. The first thing you need to do is save a copy of this document, either onto your computer or a USB drive Then work through your Assessment, remembering to save your work regularly When you’ve finished, print out a copy to keep for reference Then, go to www.vision2learn.com and send your completed Assessment to your tutor via your My Study

area – make sure it is clearly marked with your name, the course title and the Unit and Assessment number.

Please note that this Assessment document has 16 pages and is made up of 5 parts.

Name: Faizah Sheikh

Part 1 – Understanding the principles of customer service

This part will help you to evidence Learning Outcome 1: Understand the principles of customer service in an organisation

Learning objective Place in Assessment

1.1Describe the organisation’s products and services Question 1a

1.2Explain how customers are made aware of the organisation’s offer

Question 2a Page 2

1.3Identify the customers of the organisation Question 1b Page 2

1.4Explain how to keep up to date with the organisation’s offer

Question 2b Page 2

1.5Describe the organisation’s policies and procedures relating to customer service and the importance of following them

Question 3 Page 3

1.6Describe the publicity available about the organisation’s products and services

Question 2c Page 3

1.7Describe the implications of poor customer service in commercial, public sector and third sector organisations

Question 4 Page 4

1. In relation to your current organisation (or one that you are familiar with), use the space below to provide information on the organisation’s products / services and its customers.

a) Describe the organisation’s products and / or services. [1.1]

As Sainsbury provides the operations of general merchandise and online groceries. They focus on increase the strength of their food or non-food related businesses. They offer huge varieties of product without compromising in their quality and sell at reasonable price. They have around 15000 own brand products .They used special ingredients that they called ‘signature’ ingredients that make an appeal to shoppers who are searching for premium products. In food business, they offer fresh vegetable, fruits,

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Customer Service


bakery, and dairy products. They also offer frozen food items, meat, fish and food cupboard that include canned product, cereals, crackers, biscuits, sauces, dressings, pickle, desserts, drinks etc. Their product taste is different because they focused on selected supplier through which they get vegetables, fruits and even Mey selection of meat from the northern highlands. They create this uniqueness by focusing on quality and their selected supplier they trust most. They provide online as well as general groceries purchasing services. They provide the instore services such as cafés that includes British meat, fair-traded coffee and tea that makes the menu friendly for customer choice. In non-food businesses, they offer health and beauty related products, gift shops, clothing, baby, household, home and pet related products. In clothing, they bring Tu collections weekly with high style designed with charming prints and fresh ideas according to fashion trends by maintaining their quality and innovative style. They offer Nectar card in which points are collected based on how much the customer spend on products and services of Sainsbury. If the customer points are maximising, they get reward from Sainsbury. In this way, they encourage customer to spend more. In Supermarket, they provide the facility of the longer opening hours for customer’s convenience. They have its own bank known as Sainsbury Bank in which offer financial services such as credit cards, insurance, loans, savings and travel money that are convenient for customers. They provide the services of 24 hour telephone banking. They also offer energy tariff both fixed and variable working with British Gas (partnership).They reduce the prices of energy bill by using their green range of products to create the value. They have the fuel petrol with their reduced price and their points would be collected in nectar card.

b) Identify the external and/or internal customers who buy / use these products / services. [1.3]The internal customers of Sainsbury are Sales representative, Convenience local store manager, Supervisor, Pharmacist, Counter assistant, Customer service assistant, Warehouse assistant, Supplier, Dispatcher, Administration assistant, Online customer service assistant, Store trainer, Online delivery driver, Retail managers, travel money advisor, rectifications manager and credit risk manager etc.

The external customers of Sainsbury are the person who purchase the product, consumers (who use the product) and the person who order the groceries online i.e. online shopper.

2. Provide the following information in relation to your current organisation (or one that you are familiar with):


Customer Service


a) Explain how customers are made aware of the organisation’s offer. [1.2]Sainsbury use newsletter both printed and electronic depends on the target customer and design it in unique way to create the attention of interest. For example, Sainsbury highlight the statement like entertaining making easy or Together ‘We can’ etc. that create attention of interest or for customers. Through Sainsbury magazine, they use kitchen advices, recipes, lottery games; discount offers etc. to create customer awareness about organisation offers. They use media advertisement such as television, cinema and radio to get the coverage for target audience and to corporate its image. They use famous celebrity to attract the customers. For example Sainsbury launch TV commercial on Christmas day, they use popular moments of First World War by playing football and exchanging gifts. Through brochure and pamphlet, they make the customer aware of their product offers. They update the product offers on Sainsbury website, email, internet and vouchers.

(source:http://www.theguardian.com/media/2014/nov/13/sainsburys-christmas-advert-recreates-first-world-war-truc)

b) Explain what customer service staff can do to keep up to date with the organisation’s offer. [1.4]

In Sainsbury, the customer service staffs have trained in an effective manner to gain the entire knowledge of the company offers whether it is within department, area or branch with their specific target audience. As the main purpose of company offer is to satisfy customer needs. The organisation provides up to date information through the emails. The email would provide the information about company new product offers, which product is modified or stock that is updated etc. The company usually do training seminar, presentations, communication sessions, team meeting etc. to provide the knowledge of their current offer and explaining the reason behind this offer so that customer service staff can easily understand the organisation offer. The manager of the organisation do daily discussion through company intranet or newspaper to keep them updated. They get updated alerts on noticeboard and brochures and they are allowed to do research and show initiated on the offer of an organisation. If they hire new staff then the existing staff colleague will help them to provide the entire knowledge of the company. Through gaining entire knowledge of company, the customer service is in position to solve customer queries. Recently the Sainsbury introduce their first catalogue which consist of 98 pages with about 20% online offer range to create awareness about the non-food business offers and customer will know the availability of their product and services.


Customer Service


c) Describe the publicity used to promote the organisation’s products and services. [1.6]

Sainsbury take the advantage to create strong brand image about their product and services in order to gain maximum customer attention. Sainsbury use the slogan ‘‘Making life taste better ’’ with their brand name to show their mission that Sainsbury supermarket is customer first choice. They use Media Advertisements such as TV, cinema and radio to promote their product and services by using their brand image. For example Sainsbury use TV advertising in channel5 as it is national TV channel to reach their target audience at that same time; it uses national radio 4 to create effective impact on target audience. Sainsbury utilises sales promotion, advertising mail, packaging and merchandising to promote their products and services. For example in June 1966 the Sainsbury introduce reward card, when the customer spend in instore product and services, they earned 2 reward points. When customer get successful in collecting 500 reward points then the Sainsbury give reward whether it is 50 discount off when the customer spend on in stores or give the reward voucher. They distribute coupon after shopping to encourage customers to spend more in their instores.Now they replace the reward card with nectar card scheme in 2002. In Sainsbury reward card is used as the long marketing tool through which the retailer gets aware of their customers in an effective manner. Through Reward card, Sainsbury are using direct mailing and sales promotion such as 50% discount offer, buy 1 get 1 free etc. The Sainsbury also fulfil the responsibilities of communities to promote their brand image in public. For example in 30 January to 24 April 2002 the Sainsbury operate the scheme in schools by providing free school equipment’s of about 8 million worth.

3. For your current organisation (or one that you are familiar with), describe the policies and procedures that relate to customer service. Why is it important to follow these policies and procedures? [1.5]


Customer Service


4. Complete the table below by providing an example of poor customer service for each of the three sectors and then describe the implications of this poor customer service. [1.7]

Organisation type

Example of poor customer service

Describe the implications of poor customer service

Commercial organisations

Public sector organisations

Third sector organisations


Customer Service


Now that you have completed part 1 of your Assessment, remember to save the work you have done so far – you will need to send your work to your tutor for marking once you have completed all 5 parts of this Assessment.Part 2 – Identifying customer needs and expectations

This part will help you to evidence Learning Outcome 2: Understand how customer needs and expectations are identified


2.1 Outline ways in which customer expectations can be identified

Question 1 Page 5

2.2 Identify how customer expectations can be met within the offer of the organisation

Question 2 Page 5

2.3 Describe how to tell customers that their needs cannot be met by the organisation

Question 3

2.4 Identify reasons for customer service being delayed and the impact of this on customers

Question 4 Page 6

2.5 Outline how to tell customers that the service will be delayed

Question 4 Page 6

2.6 Explain why it is important to keep customers informed of progress and delays when dealing with a complaint

Question 4 Page 7

1. Outline at least two different ways in which customer expectations can be identified. [2.1]


Customer Service


2. In relation to your current organisation (or one that you are familiar with), identify how the organisation’s offering meets the expectations of its customers. [2.2]

3. When your chosen organisation cannot meet customer needs, how are customers told about this? Describe this below. [2.3]

4. Use the space below to address the following points, relating to delays in customer service:

a) Identify at least two reasons why customer service may be delayed and the impact this can have on customers. [2.4]

Reason customer service may have been delayed

Impact

1.

2.

Other:

b) Outline how you can tell a customer that their service is going to be delayed. [2.5]


Customer Service


c) Explain why it is important to keep customers informed of progress and delays when dealing with a complaint. [2.6]


Customer Service


Now that you have completed part 2 of your Assessment, remember to save the work you have done so far – you will need to send your work to your tutor for marking once you have completed all 5 parts of this Assessment.


Customer Service


Part 3 – Balancing customer expectations

This part will help you to evidence Learning Outcome 3: Understand how to balance customer expectations against the organisation’s offer


3.1 Outline the customer service offer of two organisations to include:• one commercial organisation• one public or third sector organisation

Question 1 Page 8

3.2 Explain how resource and financial implications reflect on the organisation’s offer and customers’ expectations

Question 3 Page 9

3.3 Explain how customers’ expectations are arrived at within their organisation’s offer

Question 2 Page 8

3.4 Identify examples of when customer service may be limited by organisational goals

Question 4 Page 9

3.5 Describe how to tell a customer that their service expectations are outside the organisation’s offer

Question 5

1. Complete the table below with details of customer service offers of two organisations. One of these organisations should be a commercial organisation; the other can be either a public or third sector organisation. [3.1]

Organisation Customer Service Offer

1.

2.

2. In relation to your current organisation (or one that you know well), explain how the organisation identifies what their customers’ expectations are. [3.3]


Customer Service


3. a) Explain how the resources available can affect your organisation’s offer and

customer service expectations. [3.2]

b) Explain how financial implications can affect your organisation’s offer and customer service expectation. [3.2]

4. Give at least two examples of when customer service may be limited by organisational goals. These examples can relate to your own organisation or one that you know well. [3.4]


Customer Service


5. Describe what you would do / say in order to tell a customer that their service expectations are outside of the organisation’s offer. [3.5]



Customer Service


Part 4 – Understanding how complaints are handled

This part will help you to evidence Learning Outcome 4: Understand how complaints are handled


4.1 Explain why customers may complain to or about an organisation

Question 1 Page 11

4.2 Outline the complaints handling procedure in the organisation

Question 2 Page 11

4.3 Identify ways in which complaints may be defused prior to escalation to include:

Face to face Written (letter, email) Via the telephone

Question 3 Page 12

4.4 Outline the effects of complaints on commercial, public sector and third sector organisations

Question 4 Page 12

4.5 Explain why complaints are monitored and how the monitoring is used

Question 5

1. Explain why customers may complain to or about an organisation. Include at least two specific reasons in your answer. [4.1]

2. In relation to your own organisation (or one that you know well), outline the procedure that is followed when handling complaints. [4.2]


Customer Service


3. Complete the table below by identifying ways in which complaints can be defused before they escalate, using the different methods listed. [4.3]

Method How to defuse complaints

Face to face

Written (letter, email)

Via the telephone

4. Complete the table below by outlining the effects that complaints can have on commercial, public sector and third sector organisations. [4.4]

Organisation type Effects of complaints

Commercial

Public sector

Third sector


Customer Service


5. In relation to your current organisation (or one that you are familiar with), explain why complaints are monitored and how this monitoring is used. [4.5]



Customer Service


Part 5 – Key customer service legislation

This part will help you to evidence Learning Outcome 5: Understand legislation relating to customer service


5.1 Identify customer service related legislation and external regulations and how these may affect customer service

Question 1 Page 14

5.2 Outline how business service improvements might be limited by legislation

Question 2 Page 15

5.3 Explain how the requirements of the Health and Safety at Work Act (1974) are relevant to customer service

Question 3 Page 15

5.4 Explain individual health and safety responsibilities while delivering customer service

Question 4 Page 15

5.5 Identify ways in which the security of customers and their property can be protected

Question 5

5.6 Describe how to gain approval to change customer service procedures or practices that are affected by legislation

Question 6 Page 16

1. Use the table below to identify at least one example of customer related legislation and at least one example of external regulations and how these may affect customer service. [5.1]

Legislation / external regulations Effect on customer service


Customer Service


2. Outline how business service improvements might be limited by legislation. [5.2]

3. Explain how the requirements of the Health and Safety at Work Act etc (1974) are relevant to customer service. [5.3]

4. In relation to your current organisation (or one that you know well), explain the health and safety responsibilities that individuals have when delivering customer service. [5.4]


Customer Service


5. Identify at least two ways in which the security of customers and their property can be protected. [5.5]

Security of customers Security of property

Example 1

Example 2

6. Describe the steps you would need to take in order to gain approval if you wanted to change customer service procedures or practices affected by legislation. [5.6]

Once you have completed all 5 parts of this Assessment, go to www.vision2learn.com and send your work to your tutor for marking. Log in to the platform and send your Assessment to your tutor via your My Study page for marking. Good luck!


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customer relation unit 2 solving assessment 2

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